The cultural side of email gamification

Games in emails have proven to be effective. They drive clicks, boost loyalty, and keep subscribers engaged. But before you add gamification to your campaigns, it’s important to remember that not all audiences will see these games the same way. Cultural backgrounds can shape how people interpret fun, luck, and even symbols. If you ignore these nuances, your game might confuse, offend, or simply fail to engage.

Key takeaways:

1. Gamification works best when it feels natural in each culture.
2. Local regulations, symbols, holidays, and language can make or break the experience.

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Cultural nuances to consider

1. Familiarity

• game mechanics: What feels instantly clear in one region can be puzzling elsewhere. Bingo, for example, is well known in many countries but not in Ukraine. A friend of mine once attended an event in the Netherlands where everyone was asked to play Bingo. The crowd knew the rules immediately, but he didn’t, since the game isn’t popular in Ukraine. If subscribers don’t recognize the rules, the game can quickly lose its appeal;
• cultural knowledge: Local instruments, traditions, or historical figures may seem obvious to people from one region but completely foreign to outsiders. While most know global events like World Wars I and II, not everyone will know details of civil wars, local heroes, or regional customs. For example, a quiz question about the Ukrainian bandura, the Japanese shamisen, or Scottish bagpipes will resonate strongly with locals but may confuse an international audience.

Here’s an example of a crossword puzzle, a globally recognized activity, with questions tailored specifically to email marketers.

2. Language and wordplay

Many games rely on riddles, rhymes, or puns. These don’t always translate well. A clever wordplay puzzle in English can sound flat or nonsensical in another language, and vice versa. Word-based games are often the hardest to adapt for global campaigns.

3. Local regulations

Games that resemble gambling, like Wheel of Fortune or slot machines, are widely recognized and enjoyed globally. However, in some countries, these mechanics are restricted or discouraged because they can be seen as promoting gambling. For example, in Ukraine, some large companies prohibit the use of Wheel of Fortune–style games in emails because they might legally resemble gambling. Always check local regulations and cultural sensitivities before including such mechanics.

4. Time sensitivity

Not all cultures celebrate the same holidays. A Halloween-themed puzzle may delight U.S. readers but fall flat in countries where the holiday isn’t observed. Likewise, Lunar New Year or religious holidays are central in some regions but irrelevant in others. Aligning games with local calendars ensures they feel timely and meaningful. Or keep them neutral by tying them to your company’s milestones or important events.

Here's a Father's Day game example that was sent only to countries where this holiday is celebrated.

5. Symbolism

Symbols, colors, and icons don’t always carry the same meaning across cultures. A lucky charm in one country may be meaningless or even offensive in another. For instance, owls symbolize wisdom in much of Europe, but in some Asian countries, they are seen as bad luck. Always research how different design elements might be interpreted in your target regions.

Wrapping up

Gamification is a powerful way to engage subscribers, whether for fun, for onboarding, or for education. But its success depends on cultural awareness. What feels like a clever puzzle in one market may fall flat in another, and a lucky charm for one audience may be seen as a bad omen elsewhere. By testing, adapting, and localizing your games, you ensure they resonate meaningfully with every subscriber.